隐性营销的形成与应用研究

Research on Evolution and Application of Implicit Marketing

随着知识经济的到来 ,传统经济和服务经济的局限性日益凸显。关联企业与消费者的产品概念正逐渐由核心产品拓展到附加产品和泛产品概念 ,企业的营销行为也从注重功能利益转移的显性营销向注重价值利益转移的隐性营销转变 ,注重塑造产品和企业的良好形象 ,满足消费者心理需求 ,进而影响消费者的购买决策。

With the coming of knowledge economy, the limits of traditional economy and service economy have become more obvious. The product conception combining corporate and consumer has turned from core product to add product and van-product conception, the marketing behavior also turned from explicit marketing focusing on functional benefit to implicit marketing focusing on value benefit. Most corporate emphasize on building the image of product and corporate to meet the psychology implicit needs, and furthermore affect the buying decision of customers.